Professional Documents
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Airtel
Airtel
AND
BRAND PERCEPTION
\
BRAND POSITIONING
BRAND POSITIONING Measures
1 2
Sy 7
Po m
Perceptual Mapping
si bo
Statistical Techniques
ns
SURVEYS
Experiential Positions
Functional
120 85 Positions 450
BRAND POSITIONING
COMPANY PROFILE
• Initially as Bharti Tele-Ventures in 1995
• Later changed to Bharti Airtel limited in
2006
• Bharti Airtel has nearly 29 million total
customers
• broadband & telephone services in 94
cities.
MARKETING STRATEGIES
• PRICING STRATEGIES
• VALUE ADDITIONS
AIRTEL BRAND POSITIONING
2. Data Collection
• Primary Data
• Secondary Data
3. Sampling Techniques
LIMITATIONS
1. Sample Size
2. Limited Area
3. Non Co-operative
4. Errors
ANALYSIS
AND
INTERPRETATION
CONNECTIONS USED BY PEOPLE
2%
16%
32%
12%
14%
24%
1% 15%
10%
4%
70%
ECONOMICAL PROMOTIONAL
VALIDITY OPTIONS NETWORK COVERAGE
OTHERS
Do you give preference to advertisement for
choosing your operator?
40
35
30
25
NO. OF
20
PEOPLE
15 Series1
10
5
0
YES NO CAN'T
SAY
What do you think about the Airtel’s
advertisements?
7%3%
25%
65%
10
5
Series1
10
20
55
0 20 40 60
NO. OF PEOPLE
RESEARCH FINDINGS
• Airtel enjoys high market share
• Network Connectivity
• Attractive Advertisements
• Image building
• Availability of vouchers
• Eye on LBA’s
THANK YOU